Omo · 2017
THE GAP
Omo was losing ground.
New entrants were winning on price — while Omo remained aspirational, its value was being questioned by a price-conscious market.
Efficacy wasn’t the issue.
Perception was.
THE INSIGHT
Some stains don’t signal dirt.
They signal contribution.
Across Vietnam, there are communities whose work literally stains their clothes — and elevates the nation.
Because they get dirty,
Vietnam shines.
THE MOVE
Reframe value.
Not as price per wash, but as pride per stain.
Omo needed to prove efficacy — and do it with meaning.
THE IDEA
Stains of Pride.
A single pack of Omo used to clean the clothes of an entire village.
But not just any villages.
• Fishing communities — Vietnam among the world’s largest seafood exporters
• Coffee villages — the second-largest coffee exporter globally
• Bat Trang pottery village — a craft recognised worldwide
• Rice farming communities — powering a leading rice-exporting nation
Efficacy met identity.
Value met national pride.
THE OUTCOME
The campaign moved the conversation beyond price.
• Re-established Omo’s value story through proof, not claims
• Reinforced brand meaning by anchoring it in national contribution
• Transformed a functional demonstration into a cultural statement
Not by discounting value.
By redefining it.
The ‘Stains of Pride’ Campaign
Omo · 2017
THE GAP
Omo was losing ground.
New entrants were winning on price — while Omo remained aspirational, its value was being questioned by a price-conscious market.
Efficacy wasn’t the issue.
Perception was.
THE INSIGHT
Some stains don’t signal dirt.
They signal contribution.
Across Vietnam, there are communities whose work literally stains their clothes — and elevates the nation.
Because they get dirty,
Vietnam shines.
THE MOVE
Reframe value.
Not as price per wash, but as pride per stain.
Omo needed to prove efficacy — and do it with meaning.
THE IDEA
Stains of Pride.
A single pack of Omo used to clean the clothes of an entire village.
But not just any villages.
• Fishing communities — Vietnam among the world’s largest seafood exporters
• Coffee villages — the second-largest coffee exporter globally
• Bat Trang pottery village — a craft recognised worldwide
• Rice farming communities — powering a leading rice-exporting nation
Efficacy met identity.
Value met national pride.
THE OUTCOME
The campaign moved the conversation beyond price.
• Re-established Omo’s value story through proof, not claims
• Reinforced brand meaning by anchoring it in national contribution
• Transformed a functional demonstration into a cultural statement
Not by discounting value.
By redefining it.
